South Africa Makes A Strong Impact at IMEX America: Expanding Global Business Events Reach

LLas as Vegas, USA: South Africa proudly presented its vibrant and diverse business events offerings at IMEX America, held from 8 to 10 October 2024 at Mandalay Bay, Las Vegas. With over 15,000 participants and 5,000 buyers, the exhibition served as an ideal market access platform for 15 South African SMMEs and 21 exhibitors who joined the event as stand sharers in partnership with the South African National Convention Bureau (SANCB). This opportunity helped reinforce South Africa's reputation as a premier destination for meetings, incentives, conferences, and exhibitions (MICE).

The participating SMMEs were selected and supported through the Department of Tourism’s Tourism Incentive Programme (TIP), which is designed to empower tourism businesses, particularly SMMEs, through market access platforms. The TIP offers SMMEs opportunities to access international markets through trade exhibitions. Trade exhibitions like IMEX America are crucial for the growth and success of these businesses, as they allow them to connect with global decision-makers in the MICE sector and demonstrate their unique offerings on a global scale.

Showcasing South Africa’s Largest SMME Contingent

This year, South Africa made a notable impression by bringing the largest contingent of SMMEs to IMEX America, with a total of 36 stand sharers at the South Africa (SA) Pavilion, including 15 SMMEs and 21 exhibitors. These businesses not only gained exposure to key global business event decision-makers but also had the opportunity to generate valuable leads that could translate into future bidding opportunities. By tapping into SANCB’s Bid Support Programme, these leads can be nurtured and ultimately converted into secured business for South Africa, enhancing the country’s competitiveness in the global MICE industry.

This strong presence enabled SMMEs to achieve several important outcomes:

1. Engagement with global business events decision-makers: The SMMEs had direct access to key decision-makers, giving them valuable insight into the global market.
2. Experience in presenting to an international audience: The event offered a platform for SMMEs to showcase their offerings, enhancing their confidence and experience in presenting to global buyers.
3. Lead generation for future opportunities: Many SMMEs generated leads that they can now nurture into bidding opportunities.

After the show, these businesses can tap into the SANCB’s Bid Support Programme to convert these leads into secured business, ensuring long-term success for both the SMMEs and South Africa’s business events sector.

Reflections from South Africa’s Stand Sharers

Bestina Rakgoale, from Besty Travel, a destination management company (DMC) based in Limpopo Province, attended IMEX America for the first time. She shared her excitement, stating: “IMEX has been a fantastic platform for showcasing our travel packages. Our collective presence as stand sharers at the South African pavilion highlighted a wide variety of both business and leisure offerings. This combination truly showcases the best of South Africa, and it’s been a wonderful opportunity to market our country collectively.”

Similarly, Netto Maluka from Mbombela Experience Tours & Safaris, a tour operator based in Mpumalanga Province, reflected on the event's success: "The meetings I had were of high quality and showed a positive impact. We've established commercial partnerships with buyers who have real purchasing power. Beyond meeting and interacting with tourism professionals, the selection of fellow exhibitors was also outstanding. The SA pavilion was inviting and encouraged buyers to engage even longer.”

Jabu Matsilele, from Buja Tours, a DMC based in Gauteng Province, shared his experience: “I had an amazing time at IMEX America, positioning South Africa as a welcoming, responsible tourism destination. It was a great opportunity to highlight the unique experiences that align with the needs of intrepid travellers."

A Platform for Business Growth

The success of the SA Pavilion at IMEX America highlights the value and economic benefits of participating in global trade shows. With its world-class event venues, quality accommodations, state-of-the-art conference facilities, and natural beauty, South Africa continues to draw attention as a business events destination. Participation in international platforms not only facilitates networking and collaborations but also opens doors to new markets and business ventures for South African tourism stakeholders.

Bjorn Hufkie, General Manager (GM): MICE Sales at South African Tourism, emphasised the importance of these global platforms: “Participating in international business expos and trade shows is absolutely crucial for companies aiming to expand their horizons and make a mark on the global stage. Our investment in creating market access opportunities at global tradeshows offers businesses a fantastic opportunity to showcase their products and services to a worldwide audience, generating leads, driving sales, enhancing brand visibility, and opening doors to new markets and potential partnerships. They also provide invaluable insights into the competition and allow companies to elevate their brand visibility.

Moreover, these gatherings serve as a hub for generating valuable leads, driving sales, honing professional skills, and gaining a deep understanding of diverse cultural markets, all in the pursuit of maintaining a competitive edge in the global business arena.

Hufkie further emphasised the positive response from buyers: “Our exhibitors had an exceptional experience, engaging with buyers from across the globe including our key source markets. This level of interest is a strong indicator of the positive impact the outputs of these engagements will have on our business events industry, GDP and the overall economy.”

Looking Ahead

As the event concluded, Hufkie reflected on the successful outcomes for the SA pavilion’s efforts of IMEX America 2024: "This year has been fantastic for us at IMEX America. With close to 500 meetings, over 10 group presentations, and nearly 200 leads generated, the enthusiasm for South Africa as a destination is clear. We look forward to seeing the successful deals and partnerships that will emerge in the coming months."

ENDS

For media enquiries, email mediaq@southafrica.net.

Full list of participating Exhibitors including SMMEs

• Besty Travel – DMC - Limpopo
• Travel Click - Travel Agent & Tour Operator Services - Western Cape
• Fairest Cape Meander Tours - Tour Operator - Western Cape
• Dawn Travel & Tours – DMC - Gauteng
• Ubuhle Be Narha Tours - DMC/Tour Operator - Gauteng
• Mbombela Experience Tours & Safaris - Tour Operator - Mpumalanga
• Nano Travel – DMC - Gauteng
• Under African Skies - Tour Operator - KwaZulu-Natal
• Thabile Tours & Shuttles – DMC - Free State
• Sowetoo Tours – DMC - Gauteng
• Solo Travel Tours & Car Hire – DMC -KwaZulu-Natal
• PSN Frenzy Travel – DMC - KwaZulu-Natal
• Khalanga Safaris – DMC - Mpumalanga
• Syavaya Corporate Travel – DMC - KwaZulu-Natal
• Buja Tours – DMC – Gauteng
• Dragonfly Africa & Green Route Africa - DMC - Western Cape
• Sandown Tours and Incentives – DMC - Gauteng
• Aquila collection - Tourist attraction - Western Cape
• Peermont Hotels. Casinos and Resorts - Accommodation/Conference venue - Gauteng
• Century City Conference Centre and Hotels - Accommodation/Conference venue - Western Cape
• Southern sun - Accommodation/Conference venue - Regional
• Cape Town International Convention Centre - Conference venue - Western Cape
• andBeyond - Accommodation/DMC - Gauteng
• Sandton Convention Centre - Conference venue - Gauteng
• Nelson Mandela Bay Convention Bureau - Destination marketing/ Bureau - Eastern Cape
• Ikewana Events – DMC - Gauteng
• African Visitors – DMC - Gauteng
• Newmark Hotels and Reserves – Accommodation - National
• Amazing Africa – DMC - Gauteng
• SA Safaris Tours – DMC - Western Cape
• The Mad Lab – DMC - Western Cape
• Durban International Convention Centre - Convention Centre - KwaZulu-Natal
• Westin Hotel Cape Town – Accommodation - Western Cape
• Wilderness Safaris – DMC - Gauteng
• Cape Town & Western Cape Convention Bureau - Tourism Authority - Western Cape
• Unique Speaker Bueaur International - Speaker Bureau - Gauteng